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Do brand names in a foreign language lead to different brand perceptions?

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Do brand names in a foreign language lead to different brand perceptions? / Salciuviene, Laura; Ghauri, Pervez; Streder, Ruth Salomea et al.
In: Journal of Marketing Management, Vol. 26, No. 11-12, 2010, p. 1037-1056.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Salciuviene, L, Ghauri, P, Streder, RS & De Mattos, C 2010, 'Do brand names in a foreign language lead to different brand perceptions?', Journal of Marketing Management, vol. 26, no. 11-12, pp. 1037-1056. https://doi.org/10.1080/0267257X.2010.508976

APA

Salciuviene, L., Ghauri, P., Streder, R. S., & De Mattos, C. (2010). Do brand names in a foreign language lead to different brand perceptions? Journal of Marketing Management, 26(11-12), 1037-1056. https://doi.org/10.1080/0267257X.2010.508976

Vancouver

Salciuviene L, Ghauri P, Streder RS, De Mattos C. Do brand names in a foreign language lead to different brand perceptions? Journal of Marketing Management. 2010;26(11-12):1037-1056. doi: 10.1080/0267257X.2010.508976

Author

Salciuviene, Laura ; Ghauri, Pervez ; Streder, Ruth Salomea et al. / Do brand names in a foreign language lead to different brand perceptions?. In: Journal of Marketing Management. 2010 ; Vol. 26, No. 11-12. pp. 1037-1056.

Bibtex

@article{9d50ff22e56b4f1fad145c4a6499d9f3,
title = "Do brand names in a foreign language lead to different brand perceptions?",
abstract = "This study examines the effects of brand names in a foreign language, country of origin, and the incongruence between the two on brand perceptions of services. Employing congruity and categorisation theory as a theoretical foundation, this study empirically tests a number of hypotheses. The findings suggest that services with a French brand name are perceived as more hedonic. In the context of hedonic services, the incongruence between brand names in a foreign language and country of origin leads to increased perceptions of services as more hedonic. In the context of utilitarian services, the same incongruence leads to higher perceived suitability and preference for brand names in a foreign language. The paper concludes with research and managerial implications for brand managers and further research directions.",
keywords = "brand names in foreign languages, hedonic/utilitarian brand perceptions , brand name suitability , brand name preferences , services industry",
author = "Laura Salciuviene and Pervez Ghauri and Streder, {Ruth Salomea} and {De Mattos}, Claudio",
year = "2010",
doi = "10.1080/0267257X.2010.508976",
language = "English",
volume = "26",
pages = "1037--1056",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Routledge",
number = "11-12",

}

RIS

TY - JOUR

T1 - Do brand names in a foreign language lead to different brand perceptions?

AU - Salciuviene, Laura

AU - Ghauri, Pervez

AU - Streder, Ruth Salomea

AU - De Mattos, Claudio

PY - 2010

Y1 - 2010

N2 - This study examines the effects of brand names in a foreign language, country of origin, and the incongruence between the two on brand perceptions of services. Employing congruity and categorisation theory as a theoretical foundation, this study empirically tests a number of hypotheses. The findings suggest that services with a French brand name are perceived as more hedonic. In the context of hedonic services, the incongruence between brand names in a foreign language and country of origin leads to increased perceptions of services as more hedonic. In the context of utilitarian services, the same incongruence leads to higher perceived suitability and preference for brand names in a foreign language. The paper concludes with research and managerial implications for brand managers and further research directions.

AB - This study examines the effects of brand names in a foreign language, country of origin, and the incongruence between the two on brand perceptions of services. Employing congruity and categorisation theory as a theoretical foundation, this study empirically tests a number of hypotheses. The findings suggest that services with a French brand name are perceived as more hedonic. In the context of hedonic services, the incongruence between brand names in a foreign language and country of origin leads to increased perceptions of services as more hedonic. In the context of utilitarian services, the same incongruence leads to higher perceived suitability and preference for brand names in a foreign language. The paper concludes with research and managerial implications for brand managers and further research directions.

KW - brand names in foreign languages

KW - hedonic/utilitarian brand perceptions

KW - brand name suitability

KW - brand name preferences

KW - services industry

U2 - 10.1080/0267257X.2010.508976

DO - 10.1080/0267257X.2010.508976

M3 - Journal article

VL - 26

SP - 1037

EP - 1056

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 11-12

ER -